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Introduction to evidence based social strategy

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Without listening, Social ROI is hard to establish

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Plan Engage ROI?

Evidence based social brand management

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Listen Plan Engage

ROI

Optimisation

Listen Again

Today

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Listen Engage

ROI

Optimisation

Listen Again

Plan

Testing your owned content

7 © 2015 Brandwatch | www.brandwatch.com

0 20 40 60 80 0 20 40 60 80

Look for trends in post performance

8 © 2015 Brandwatch | www.brandwatch.com

Product

Fact/Advice

Pleasantries

Seasonal

Questions

Cust.Serv.

Events

Inspirational

Competition

Charity

Combined Engagement: Average Likes/Favourites, Shares/RTs & Comments/Replies per brand post

Understand drivers for different forms of engagement

9 © 2015 Brandwatch | www.brandwatch.com

61.6 55.2

38.4 44.8

0

25

50

75

100

SH

AR

E O

F LI

KE

S/F

AVO

RIT

ES

(%)

POPULARITY Likes / Favourites

48.5 35.0

51.5 65.0

0

25

50

75

100

SH

AR

E O

F C

OM

ME

NTS

/RE

PLI

ES

(%)

INTERACTION Comments/Replies

59.6 70.3

40.4 29.7

0

25

50

75

100

SH

AR

E O

F S

HA

RE

S/R

Ts (%

)

VIRALITY Shares/ReTweets

ABOUT SELF

TWITTER FACEBOOK

ABOUT OTHERS

ABOUT SELF

ABOUT OTHERS

ABOUT SELF

ABOUT OTHERS

Benchmark your impact

10 © 2015 Brandwatch | www.brandwatch.com

LESS IMPACTFUL

MORE IMPACTFUL

LESS ACTIVE

MORE ACTIVE

My Channels Competitor Channels

Measuring the impact your

customer service channels

11 © 2015 Brandwatch | www.brandwatch.com

Check your reaction times

12 © 2015 Brandwatch | www.brandwatch.com

0%

2%

4%

6%

8%

10%

00:0

0 01

:00

02:0

0 03

:00

04:0

0 05

:00

06:0

0 07

:00

08:0

0 09

:00

10:0

0 11

:00

12:0

0 13

:00

14:0

0 15

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16:0

0 17

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18:0

0 19

:00

20:0

0 21

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22:0

0 23

:00

0%

2%

4%

6%

8%

00:0

0 01

:00

02:0

0 03

:00

04:0

0 05

:00

06:0

0 07

:00

08:0

0 09

:00

10:0

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22:0

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:00

BRAND REPLIES CONSUMER POSTS

Average Response in 51.9 min Average Response in 1.46 hr

Evaluate your impact

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POSITIVE NEUTRAL NEGATIVE NET SENTIMENT

20 PP

-55%

-43%

0%

25%

50%

75%

100%

START END

% C

S TW

EETS

-20%

0%

0%

25%

50%

75%

100%

START END

% C

S TW

EETS

12 PP

Locating strategically

important online authors

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Twitter Network Map

15 © 2015 Brandwatch | www.brandwatch.com

@beautyfrosting

@IMKristenBell

@InfluensterVox

@Neutragena

@RobBarnes338

@HGTVMagPromo

@Eizamusica

@MamaHolistica

@BlessedMama86

@dulcecandy

@_everday_life_

@SchoolYardStyle

@Genofsavings

#WipesForWater Earth Month 2015

MALE FEMALE ORGANISATION Node size is proportionate to follower number

Brandwatch Data, Visualized using Gephi

Thank-you!

Questions?

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